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 Canada Beef at Inferno Fest The Canada Beef Latin America and Mexico (LATAM) office participated as a sponsor at Inferno Fest in Baja California Sur in partnership with Sigma Foodservice, one of Mexico’s largest national beef importers and a commercial partner of Canada Beef. The festival’s highlight was an exclusive dinner for more than 400 attendees where all the beef served was Canadian. Inferno Fest is an annual event that brings together the best chefs from Baja Sur and around the world, to celebrate fire, gastronomy, and mixology. This year, the festival took place from November 1-5 at the luxurious Solaz Resort, where Mexican culture was celebrated, and national and international travellers joined to experience the top culinary scene of Los Cabos. The dinner featured a number of stations, each offering a different cut of beef. Guests had the opportunity to taste dishes featuring Canadian AAA tenderloin, Prime brisket, AAA strip loin, AAA picanha, AAA rib eye and export rib. Sigma Foodservice’s culinary advisor Chef Belén Cortez prepared these dishes along with a team of renowned top chefs who showcased their skills and creativity. The beef dishes were celebrated for their high-quality protein, delicious flavour, and tenderness. Festival attendees came from Mexico and around the world. Guests included restaurant operators, hoteliers, entrepreneurs, directors, managers, and guests, providing a unique platform for networking, and displaying the best of the culinary world. In terms of promotion, OFRENDA by Inferno Fest utilized various channels, including 10 paid weekly advertisements, cross-marketing with participating chefs, venues, mixologists, and restaurants, as well as paid promotions on social media platforms. These promotions reached a broad audience, with 300,000 impressions over three months on their website, 3 million impressions on Facebook, and 9 million impressions on Instagram. Inferno Fest also received coverage from national and international press, influencers, and community leaders, further enhancing its visibility and reach. Sigma and Canada Beef´s participation in the festival and exclusive dinner featuring Canadian cuts was a memorable experience. It created an opportunity for connection with industry professionals, a showcase for Canada Beef’s premium quality products, and awareness as an important component of the fine dining sector in a premium destination like Los Cabos. Back to main page CLAUDIA HERRERA-BLANC Director, Market Development, Mexico & Latin America

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